A recommendation for new media activities that we should treat as priorities, with a plan for subsequent phasing of other priorities.
- In order to provide a positive model to subsequent adopters of new media, it is critical that the first high-visibility University applications be implemented properly, with consistent messages and adherence to appropriate quality standards. Further, staff and funding support needs to be provided to assure successful implementation and continued maintenance.
The University’s first priority should be to deliver new media projects that serve long-term, strategic goals and deliver an interactive experience to audiences most demanding of it: prospective students, fans/supporters of intercollegiate athletics, alumni and media.
The task force recommends selecting one high-visibility project for each audience and devoting the necessary resources and effort to ensure success. The following projects are suggestions for Phase 1 implementation:
- Student recruitment microsite (to focus on new media applications related to marketing message points)
- Live and on-demand streaming of athletic video
- Comprehensive capital campaign microsite
- Photo, video and audio additions to news releases
- In addition to the projects listed above, the task force learned of several initiatives already underway or planned, including the implementation of GoalQuest by the Office of the Provost and Student Affairs, as well as a planned social networking initiative being explored by Alumni Relations. Further, efforts are underway to update/redesign the missouristatebears.com site, with the intent of providing live streaming of games and other interactive opportunities for fans by fall 2008. Again, the University must make every effort to assure that these endeavors are implemented fully by providing adequate staffing and funding support.
- The Web is a critical component of new media. A priority must be placed on making sure that all sites − especially “high visibility” sites − are well organized, logically navigable, and updated frequently with significant content. In addition, search engine optimization, appealing design, use of photography and other techniques designed to attract and engage visitors should be utilized.
The task force recommends allocating additional one-time money to Web Services to assist with the updating and upgrading of the high visibility sites. This funding would enable Web Services to purchase stock media and use its Web Works team, which operates on a cost recovery basis. Examples of high visibility sites that could be upgraded in FY09 include the University homepage, top-level audience pages, master calendar and the campus map/tour.FY09 One-time Costs Recurring Costs Resources/student employees for high visibility sites $10,000 - Training and education needs to be addressed as a priority in order for new media initiatives to succeed. Establishing standards and promoting best practices should fall to a new coordinating committee for Web and New Media, with broad, high-level representation. This committee would replace the existing Web Advisory Committee and would help ensure that new media efforts align with University goals and priorities and do not compete for resources. The committee would also provide oversight for new media activities and provide guidance for the effective and appropriate use of new media tools. Other tasks would include the development of broad marketing guidance and documentation including:
- Tips, structure and assistance to those wanting to try new media and campaigns
- Overview of security, public relations and customer relationship management goals
- Training and general guidance for content development
The task force recommends that one-time money be available to train staff and faculty involved in student recruitment/retention on best practices and ideas for implementing new media.
FY09 One-time Costs Recurring Costs Training on Best Practices for New Media $ 20,000 - The task force concluded that the University is not currently prepared to support new media activities on campus, either in terms of production/support staff, or infrastructure. The task force therefore recommends a three tier approach to hosting new media activities:
- Level 1 – Use free resources like YouTube and iTunes U to host content
- Level 2 – Utilize a subscription service, like Akamai
- Level 3 – Host on University servers, utilizing University personnel/resources
Many other universities are hosting content on YouTube or iTunes U. Examples include UC Berkeley, Yale, Wichita State, Ball State, Grand Valley State and University of Northern Iowa.
During initial implementation, level 1 and limited level 2 services would be used. This would be funded in FY09 by the existing New Media allocation.
Once content generation is better established, and content is developed for an internal audience, the level 2 services would be expanded and the level 3 services would be added. The task force anticipates this will happen in FY10. The total cost for this level increase would be as follows:
FY10 One-time Costs Recurring Costs Hosting Subscription Services $ 4,000 Server/Software for Internal Hosting Services $ 8,000 4,000 Total $ 8,000 $ 8,000 - Whenever possible, the University should try to “re-purpose” existing content. For example, video produced for an event should be available on department/organizational Websites on demand; Provost Research Forum presentations can be displayed, news releases and other publicity can be pulled into faculty and student sites, etc.